millenials

(This article was first published in Directory – and is reproduced with their kind permission)

Son (25) and daughter (23) have returned home after university: the perfect opportunity for this planner for some close-up observation of two millennials with their always- to-hand smartphones and dirty, untidied bedrooms.

I pause at this point to give some advice to fellow sufferers who have failed to train their children to “TIDY UP THEIR BEDROOMS!”. The advice is this: it’s too late. There is no point in bellowing things like “PICK YOUR CLOTHES UP OFF THE FLOOR” through closed doors as your children fester in the sheets of their unchanged bedclothes. You should simply adopt at air of Buddhist calm and accept the inevitable. You will be much happier.

Anyway, back to the social observation: –

Right here, right now, anywhere, anytime. These millennials, now re-installed chez Saunders, are tooled up with and glued to devices, which looks very similar to those flip open thingies that Captain Kirk spoke into whilst fending off aliens on planet Zog. Star Trek has come true.

Son sits at dinner with a slight smirk on his face as he messages friends in China on WeChat. Daughter grabs the remote control from my wife because she is too slow at downloading the latest episode of “Made in Chelsea.” “FFS, it’s like watching a moron” she says affectionately as she prods buttons in a blur of fingers and thumbs.

Son ignores us during the evening meal as he searches for cheap flights to Japan so he can visit his girlfriend.  He might not yet be able to dematerialise in one place and materialise in another but otherwise the world is at his command. He can order or book seemingly anything with just a few prods of fast moving thumbs. He can banter via an app with friends in four different locations around the world. He is living a life of semi- planned spontaneity in which arrangements can be made at the last minute and change live and in real time.  He has the power. He has the freedom. Beam me up Scottie.

Or does he?

There are also limitations and constraints. Stuck at home, he doesn’t fancy spending half of his trainee income on overpriced rental accommodation. The taxman is taking his cut to recover student debt.  Several of his friends have little or no income so they can’t come out.

Property is stupidly expensive in London but quite cheap still in Berlin, but, sadly, some beery backwoodsman called Farage has screwed up his plans to work where-ever he wants to in Europe.  His parents and other property owning oldsters have “eaten all the pies”.  New labour’s winning anthem has turned sour – things are not getting better. In fact, they may get worse.

This is THE BIG TENSION.

It works like this: empowerment + freedom runs up against the pressure cooker of constrain. The most resilient brands in the future will be those that help resolve THE BIG TENSION. What my children want is (surprise, surprise) Value and Service, just like their parents. But how they want it is different: –

Tough customers. They are ratty when things don’t go smoothly (“they haven’t got a mobile site FFS!”). Expectations have been raised/new standards set by a generation of constantly innovating brands that live in their smartphones. If your brand does not wake up to their exacting service expectations then things are not going to go well for you. So, what are their demands?

Quick and easy through a smartphone. With a couple of prods with their thumbs (BTW- talking at out loud at your smartphone- via Siri for example- is still way too embarrassing)

It is a smart move to design for mobile first. Want a brand to model your design on? Look at Booking.com- Google’s largest customers. They are pretty much always page 1 of search and work constantly to make their e-commerce as smooth and frictionless as possible

Don’t just use their data without asking. They know that Zuckerberg’s mob is a bit scuzzy and have tried to get away with things in the past through impenetrable T&Cs. They know that when you are encouraged to “sign in through Facebook” that it is just an attempt scrape your data. Clean up your act in this area. Embrace the EU’s General Data Protection Regulation (GDPR). It is your friend.

 Cheaper and quicker (and quicker). Amazon. Enough said. Try Googling Amazon innovations and you will see what I mean – Prime/One Click checkout/Drones. It is all getting quicker. Want Jamie Oliver’s new book? My daughter did:  the cheapest price is also on Amazon and she can have it tomorrow.

Design in flexibility. “Book now pay after you stay.” “Sign in four of your friends”, “Cancel whenever you want with no exit charges” “No contract means that you are free to go free to stay” “Only drive when it works for you. No office. No Boss” “Request a ride and you will be on your way in minutes”. These are promises made variously by brands my children love including Booking.com, AirBnB, Netflix, Uber and Lyft. They make perfect sense to a generation that does wants to act spontaneously but cannot come up with the cash.

Upgrade the experience all the time. To live life through a smartphone is to experience constant improvements and enhancements. Every year your phone gives you a big software makeover (you know the one that takes at last 15 minutes) with new bells and whistles. Meanwhile over at Facebook and Snapchat ferocious amounts of A/B tests are happening in order to design new enticements to keep you in the habit (“You have memories to look back on”, “You and Patrick have been Facebook friends for 10 years”, “Jim likes your post”). It’s Darwinian innovation of course – if they don’t evolve then you will fall out of the habit and they will be swept away as Myspace was. The effect of all this restless paranoid innovation is to make the smartphone an endless pleasure ground of daily upgrades, which become, of course, an expectation- a new norm.

Abolishing the BIG TRADE off .The most resilient brands in the future will be those that help resolve THE BIG TENSION- and they do this by abolishing THE BIG TRADE OFFS. Here’s how it works:-

Long ago we were inculcated with the idea that we had to accept trade-offs. You could get it tomorrow but you had to pay through the nose to get it delivered. You could get (say) great Sport on TV but you would be locked into a long-term contract. You could get a cab home from central London at midnight – but regret it when you saw that crumpled receipt for £35-00 the next morning. You could book a great boutique hotel in Berlin but you would have to pay a % up front to secure the booking and do it several months in advance. You could work for a great company but in so doing lose your soul to the narrow pursuit of shareholder value over all else. You could decide to get fit by working those abs but you had to join a club and pay monthly direct debits.

The brands that are big in my children’s lives have systematically dissolved theses trade-offs. Delivered tomorrow and cheap (AMAZON). Book now and pay after (Booking.com/AirBnB). Cashmere jumpers and less that £100-00 (Uniqlo). Get it now without being locked into a contract (Netflix). Dynamic and socially responsible: most good companies promise this as part of their recruitment of young graduates. Value and service ( most modern brands except Ryannair – and even Michael O’Leary may have seen the light)

Where-ever you see an old fashion trade-off, there is an opportunity.  Just take the words either/or and replace them with the word and.  See where it takes you. If you design your brand for those toughest, most demanding and spontaneous of customers-the millennials- you will prosper and even be admired.